Alaska Airlines said Starlink internet would be free for all loyalty members, as it doubles down on a key customer segment.

(Bloomberg) -- For the past three years, Elon Musk has steadily elbowed his way into the booming market for in-flight Wi-Fi, with his Starlink service signing up blue-chip carriers from Air France to Qatar Airways to United Airlines.

Unlike many of its rivals, Alaska Airlines is giving members of its new loyalty program a choice on how they earn rewards points.

Alaska is unveiling a whole new set of perks with its loyalty program and credit cards as it looks to scale globally.

T-Mobile has partnered with Alaska and Hawaiian Airlines to offer free in-flight Wi-Fi to Atmos Rewards members on Starlink-equipped flights.

Fi, signing deals with major carriers and pressing for business with trend-setting West Asian airlines as rivals retool to protect market share

Alaska Airlines is launching a $395-a-year rewards credit card as it joins the industry's race for high-spending customers. It is also launching a combined loyalty program with Hawaiian Airlines, called Atmos, and raising requirements for elite status. Alaska acquired Hawaiian last year and plans to keep the two brands operating separately.